This event report explains how Gillette, the male grooming line owned by Procter & Gamble, is seeking to move "beyond the face" as men's shaving habits change. View Summary

This event report explains how Gillette, the male grooming line owned by Procter & Gamble, is seeking to move "beyond the face" as men's shaving habits change.

Insights from South American nations like Brazil, where shifts in behavior have been more noticeable, are informing the brand's US strategy in this space.

Utility-led digital content plays an especially important role, as it can provide information to consumers looking for specific grooming tips.

Developing the brand's approach to sports helped Gillette when it came to forging deeper bonds with consumers in South America, and is a tactic that may prove instructive elsewhere.

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How the financial crisis prompted Goldman Sachs to embrace social media

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Sarah Shearman, Event Reports, Brand New World, February 2014

This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes. View Summary

This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes. Following the start of the financial crisis in 2007, and the resultant fallout, the value of platforms such as Twitter became more apparent, as the company sought to rebuild its reputation in the eyes of the public, many of which believed it had contributed to the onset of the downturn. Joining the conversation helped Goldman Sachs go beyond the headlines to tell its own story - a strategy that remains important whatever the economic climate.

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Real-time campaign tracking

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Jo Rigby, Admap, September 2013, pp. 36-37

Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking. View Summary

Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking. Rather than the traditional approach of taking lessons from the last advertising campaign into the next, real-time campaign tracking allows for optimisation during the campaign. In the case study, the television ad became more effective after mid-campaign optimisation. Using the method described each campaign element and media channel can be analysed separately to understand the effect of each part, as well as the multiplier effect of consumers' exposure to more than one element or channel. These insights allow decisions to be made during the campaign and offer more in depth lessons for future campaigns. In a budget pressured environment this type of in-campaign optimisation allows effectiveness and success to be maximised.

This report discusses recent marketing activity by Gillette, a shaving brand owned by Procter & Gamble, in India. The brand owner has adopted a new strategy for the subcontinent, basing its approach around social "movements", seeing the target as individuals, not just consumers. In order to create such a movement for a brand, marketers are advised to find social and cultural tension points, aim to tap the collective unconscious with a marketing message and stimulate conversation via ads. From a corporate point of view, P&G concentrates on getting internal support for a campaign among employees and to aim for an "agile" structure to allow for rapid decision-making.

International sports sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners. View Summary

International sports sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners. At one level, some countries are more interested in, for example, watching football on television than actually playing it which has implications for where marketing support is directed . Brands also need to be aware that the obvious route may not always be the most effective. In India, for example, cricket is the dominant sport for users of one brand but 52% are more interested in golf than the average man, indicating that a link-up with golf, whilst reaching fewer men, would reassert the brand connection. Sports engagement levels can be compared with brands and product categories to show consumption patterns within different groups. So, considering the soft drinks market within Latin America, two thirds of those engaged with track and field drink Coca-Cola , a higher percentage than football and gymnastics. Synergies such as these help to drive a better fit with a brand and optimise the return on investment.

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Increase Sales (US Shaving)

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Recommended Cases, June 2012

This document, featuring case studies from Gillette Fusion, Procter & Gamble, Schick and Wilkinson Sword, is a collection of Warc's best case studies on how to increase sales of shaving products in th... View Summary

This document, featuring case studies from Gillette Fusion, Procter & Gamble, Schick and Wilkinson Sword, is a collection of Warc's best case studies on how to increase sales of shaving products in the USA.

At the ANA 2011 Multicultural Marketing & Diversity Conference, Ida Liz Chacón of Senior Marketing Manager at P&G's Ethnic Center of Expertise presented four case history briefs covering its brands Crest, Gillette, Gain and Pampers. In a difficult competitive environment against leader Colgate, the challenge for Crest was to get close to the Hispanic consumer by creating a new bridge between oral health and advancement. Gillette targeted African-Americans who predominantly use disposable razors with the aim of converting to longer-lasting ones. This was done by going into barbershops, using direct-response television saying simply "and you'll feel better, look better, and be more attractive". Product design is critical in building a detergent brand in the Hispanic-American community and Gain created offerings that not only smells clean but also feels sumptuous and elegant in use and is "full of joy". While Pampers relies on OB/GYNs for its mainstream American consumers, Hispanic mothers were less likely to see doctors as often, so instead P&G reached them through digital media and a Facebook page tailored to Hispanic women's needs, which in turn leads to brand trust.

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Schick Wilkinson Sword: how a number two brand used social media to take on Gillette

The social media campaign behind the launch of Wilkinson Sword Schick's Hydro razor is the focus of this article by Warc's U.S. View Summary

The social media campaign behind the launch of Wilkinson Sword Schick's Hydro razor is the focus of this article by Warc's U.S. Editor, Geoffrey Precourt. The report is based on the presentation by Jeff Chapman, the shaving company's director of global brand communications to the ANA's Digital and Social Media Conference. He describes how a 12-part series of webisodes on extreme watersports - chiming with the Hydro's moisturising properties - that was promoted via social media, including input on content and direction from the brand's Facebook fans.

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. View Summary

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing share to blade razors, preferred by young men. Philips and DDB relaunched the Moisturising Shaving System (MSS) with the ‘Feel different’ campaign, intended to appeal emotionally to young men. A commercial featured a sexy, caring female robot, personifying MSS, who shaves a young man in the shower. Online pull marketing supported the campaign. Within five months, market share for MSS had more than doubled in four key markets.

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Unlocking the Power of Point-of-Purchase Advertising in Launching New Products: The Case of Gillette's Mach 3 Razor

Case study illustrating the use of point-of-purchase (POP) advertising in a new global product launch: Gillette's Mach 3 razor. Development of the product and marketing plan briefly described. POP strategy and selection process described. Releasing limited information pre-launch as `strictly confidential' helped retailer anticipation to grow (this was a new tactic in launching consumer products). Launch across distribution channels and role of the sales force described. Global co-ordination was mandatory. The brand remains a category leader after highly successful launch, showing the value of careful control and co-ordination.

Donald G. Pojednic, Senior Vice President of Foote, Cone and Belding, talks at the American Association of Advertising Agencies (4A's) 1974 Eastern Annual Conference on how his agency branded Schick's... View Summary

Donald G. Pojednic, Senior Vice President of Foote, Cone and Belding, talks at the American Association of Advertising Agencies (4A's) 1974 Eastern Annual Conference on how his agency branded Schick's Super II razor blades to take on Gillette's practically identical Trac II product.

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The Big Idea - Schick Stainless Steel Blades: 15 Barbers

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John Burke, Classic Speeches - 4As, 1965

In his speech at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1965, Senior Vice President of Compton Advertising, John Burke, details how the 'Big Idea' was fou... View Summary

In his speech at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1965, Senior Vice President of Compton Advertising, John Burke, details how the 'Big Idea' was found in the advertising campaign for Schick blades.